Theory-Guided Ethical Practice

Different research studies have proposed different models to conceptualize and guide ethical decision-making in public relations. Of these, the different definitions and priorities held by practitioners around the globe continue to pose a challenge in the application of these models. For example, whether they should be an advocate (for publics) or an advisor (for organizations) could determine how they evaluate the morality of an act. While the definition serves as the basis on which organizations and practitioners develop their ethical standards, this part outlines some of the models based on which the global practice of ethical public relations should be considered. It should also be acknowledged that even one universally accepted definition of public relations could be interpreted differently—could relationship mean persuasion? As such, would the means used to reach the relationship pose ethical challenges?

In view of this, Fawkes highlights that practitioners consider the following factors to reach ethical decisions:

• Ethical values of the communicator: considering the factors based on which they construct their ethical standards
• Ethical culture in which they operate: considering how they express their implicit and explicit values
• Professional codes and practices: considering what they are and how they are enforced
• Ethical expectations of publics towards the practitioners and the media: considering the different variety of individual and social ethical values that exist and their impact

Fawkes (2007) proposed the following model of ethical dynamics of communication that takes into the multiple factors of ethics—this is especially applicable to the global context where these factors could vary from one country to another. This model, again, highlights the different levels of factors influencing ethical decision making: individuals, organizational, professional, societal and global.

While there is a lack of framework which guides the application of situation-specific ethics (which tends to prevail in practice), Bowen found it problematic that “there was a lack of ethical codification in the organization that led to individuals making decisions based on situational ethics and personal value systems rather than a unified organizational approach to ethics.” She proposed that a rational and consistent approach be adopted because issue managers, who bring their own personal values when making decisions to address ethical issues, could result in an inconsistent organizational approach to ethical decision-making. She argues that consistency in ethics is necessary without which selfishness could result in the misuse of power and corruption. It prevents public relations from contributing to the social good.

“Ethics trains the decision-making to be analytical to sort out a fair and logical action without using caprice to drive decisions.” But it remains problematic that most public relations professionals have not had the educational background to define public relations and practice ethics consistently that they continue to rely on their own personal and professional values to make ethical strategic decisions for organizations.